In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which interestingly enough was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi-millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA. LeBron James was widely criticized for his decision because he refused to make it during a traditional press conference. Press conferences are often a good way to announce important decisions, scientific breakthroughs and new product details because they
a. offer the chance to see that an organization is dedicated to supporting its community.
b. use a news format to present salient information.
c. offer a single journalist the opportunity to do a fairly lengthy piece with exclusive rights to the information.
d. ensure that the company gets the appropriate amount of publicity following their announcement.
Question 2
The World Trade Organization accomplishes all of the following except
A) educating companies about international trade rules.
B) lending money to businesses interested in developing international markets.
C) serving as a forum for trade negotiations.
D) helping settle trade disputes.
E) providing legal ground rules for international commerce.
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